If you are engaged in advertising on Facebook, you will probably come across a message in Ads Manager - “Preparing for changes in iOS 14”. What is this and why is it needed, we will figure it out in this article.
The fact is that with the release of the iOS 14 system, Apple significantly changes the algorithms of its operation, which will ultimately affect the sending of events to the FaceBook Pixel.
Now in understanding language
Starting with iOS 14, Apple provides users with a choice to transmit or not transmit information about their user activities.
This is why content views and browsing history may not be transmitted to Facebook advertisers' accounts, which can significantly reduce the effectiveness of advertising campaigns.
What has Facebook come up with for IOS 14+?
At first, it was some manipulations at the level of aggregated data, statistical modeling, domain confirmation, but in the end, the most effective way came down to setting up FaceBook API Conversions.
This article previously contained many screenshots, but today, the algorithms and functionality of Meta platforms have been updated so much that any settings have become irrelevant and everything again comes down to FaceBook API Conversions.
FaceBook API Conversions is a parallel transmission of events from the website server via the API protocol to the Facebook server and their measurement with FaceBook Pixel data, which ultimately forms the most complete picture of the effectiveness of user events.
You can see more details in our video:
It's complicated, but it works and it's been tested. We hope that this material was useful for you in organizing advertising on Facebook.
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